Review by Becca Gibbs in SRM 435 (section 2)
This article highlights Washington Seahawks’ cornerback Richard Sherman’s recent post-game interview with Erin Andrews influencing his brand new Beats by Dre commercial. The timing of this commercial could not have been better or worse, in some opinions. After Sherman’s final play of game against the San Francisco 49ers, he screamed into Erin Andrew’s microphone “I’m the best corner in the game. When you try me with a sorry receiver like Crabtree, that’s the result you’re going to get. Don’t you ever talk about me!” (Gasper, 2014). Sports journalists and bloggers alike began writing and posting about Sherman being a thug from Compton, California.
Sherman’s Beats by Dre commercial was released the day of the NFC Championship game, the same day Colin Kaepernick’s, the 49ers quarterback, aired. When the Seahawks won, Kaepernick’s commercial was pulled and only Sherman’s would be played. Sherman had the reputation of being a thug before the championship game, but his rowdy interview reinforced this reputation. His Beats by Dre commercial promotes the adaptive noise canceling headphones with the slogan “Hear what you want”. This was the perfect pitch for Sherman because he pays no attention to the trash talkers calling him a “thug”. In the promotional standpoint, it is unclear which is being advertised more, the headphones or Sherman. The interviewers’ questions during the commercial become increasingly personal until one interviewer asks “how do you feel about your reputation as a thug?”. Although it was a relevant question, and it reflected his post-game interview, I believe that the questions were too personal and focused too much on Sherman and not enough on the product. Had Sherman been calmer during his interview with Erin Andrews, the commercial would not have gotten the attention that it has received.
Although many reporters claim that the release of this commercial was perfectly timed with Sherman’s NFC Championship game interview, I believe that the cornerback’s publicity outshined the Beats by Dre headphones. The commercial stars Sherman and only features the headphones. When promoting a new product, it is extremely important to keep the focus on whatever it is you are selling. I think Beats by Dre chose an appropriate athlete for the product, but Sherman stole the spotlight of the commercial after his interview. Although the commercial is good publicity for the Seahawks’ player, it does not promote the headphones enough.
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Review by Amy Spring in SRM 435 (section 2)
The article in Adweek about Richard Sherman promoting Beats by Dre was a perfectly timed ad and explains why. It promoted who Richard Sherman is, who he isn’t, and the headphones that he and millions of others use. A game between two of the toughest teams, the two teams that most thought would be the final two in the Super Bowl, the San Francisco 49ers and the Seattle Seahawks was held on January 19th. That same day an ad for Beats was released and again aired the next morning on SportsCenter.
Sherman had drawn national attention for his post-game interview with Erin Andrews. He quickly became a highly talked about, controversial, player. He has had fines for trash talking on the field and after the game was played. The ironic thing about the interview and the issues people have with Sherman is one of the most intelligent and philanthropic young players in the NFL. He earned a 4.2 GPA in high school and a communication degree from Stanford University.
Although the interview was in the moment and seems to be genuinely how Sherman felt after the big play, he created a lot of hate and talk about himself. The main focus was on the interview and not on the big athletic play at the end, or how close the game was. Sherman was quoted saying, “If I’m going to get a reputation, I might as well own my reputation.” He is aware he is being talked about but is staying focused on the game and not letting the negative attention get to him.
The article discusses that the intensity of the commercial is not as strong as others in the past; however it is relevant to what Sherman has been dealing with throughout the season. The media is trying to pin him as a thug. This was all great publicity timing for Beats and Sherman teaming up since publicity is free and they were already using him in the commercial to promote the Beats.
This Sunday the Super Bowl will be played at 6:30 pm between the Seattle Seahawks and the Denver Broncos; anticipation for the result and to see how the “greatest cornerback in the game” performs, both on and off the field.
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